Transcript
ADVERTINSING --- ETHICAL OR UNETHICAL?
Advertising is a form of communication that attempts to persuade potential customers to purchase or to consume more of a particular brand of product or services.
Many advertisements are designed to generate increased consumption of those products and services through the creation and reinforcement of “brand image" and “brand loyalty".
Every major medium is used to deliver these messages, including television, radio, cinema, magazines, newspapers, video games, and the internet .
MARKETING ROLE:Four tools of marketing; product, price, place and promotion or communication.
COMMUNICATION ROLE:Advertising is a form of mass communication. It transmits different types of market information to match buyers and sellers in a market place.
ECONOMIC ROLE:There are two point of views about how
advertising affects an economy.1.Advertising is so persuasive that it decreases
the likelihood that a consumers will switch to an alternative product, regardless of the price charged.
2.Second approach views advertising as a vehicle for helping consumer asses value through price as well as other elements such as quality, reputation etc.
PROVIDES PRODUCTS AND BRAND INFORMATION
PROVIDES INCENTIVES TO TAKE ACTION
PROVIDES REMINDERS AND REINFORCEMENTS
1. Who should and should not be the target of an advertisement?
2. What should and should not be advertised?3. What should and should not be the symbolic tone
of the advertising message?4. What should and should not be the relationship
between advertising and the mass media? Clearly, ads containing sexual innuendo should not be run on Sunday morning television during the cartoon hour.
5. What should and should not be the conscious obligations to society?
UNETHICAL ADVERTISEMENT
ETHICAL ADVERTISEMENT
PUFFERY:“Advertising or other sales
representations, which praise the item to be sold with opinions, superlatives, or exaggerations, vaguely and generally, stating no specific facts.”
TASTE AND ADVERTISING:We all have our own ideas as to what
constitutes good taste. Unfortunately, these ideas vary so much that creating general guidelines for good taste in advertising is difficult.
CELEBIRITY….SOURCE CREDIBILITY
SOURCE CREDIBILITY
CELEBIRITY
STEREOTYPING IN ADVERTISING:Stereotyping is presenting a group of
people in an unvarying pattern that lacks individuality.
1.Women in advertising.2.Senior citizens.3.Gays and Lesbian consumers.ADVERTISING CONTROVERSIAL PRODUCTS:
There are still some products that are not acceptable by majority of consumers.
1. Tobacco2. Alcohol3. Gambling4. Drugs
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